Pearl Pencil
Problems to be solved
1. Price: The brand is priced higher due to its high-quality materials. Our goal is to attract attention by emphasizing the brand’s value and concept as we can't change the price.
2. Brand Recognition: Consumers may be unfamiliar with the brand or reluctant to switch from established competitors.
Target Audience
Objectives
Business
Increase market share by improving sales on Blackwing Pearl in the pencil traditional industry.
Marketing
A marketing campaign that increases brand awareness by widening the target audience from artists to the public.
Communication
Blackwing is here to help people find the balance in a fast-paced digital world by providing an opportunity to experience, record, and slow down.
Insight
Insight 1
Making art and traveling positively affects people's mental health
Insight 2
People nowadays care more about mental health, slow but high-quality lifestyles.
Insight 3
Native advertising, influencer partnerships or reviews, and free samples are effective in increasing brand awareness; and they are more appealing even with humorous and motivational messages.
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